When it comes to marketing, companies too often focus on promoting their products but neglect to highlight their services. It’s a huge mistake. We spoke with Joe Crisara, a longtime service contractor and CEO of ContractorSelling, about why marketing must be the No. 1 priority of every service organization, why word-of-mouth advertising falls short and how easy-to-use online tools can attract customers and provide valuable insights into a company’s marketing efforts.
What is the value of marketing for field service firms, and why should they spend time and money on it?
There are really three parts to every growing company, and two are the most important. Marketing is No. 1. It’s important to make promises to the community about what your company does better than other companies. If you don’t market, there’s no reason to be in business. No. 2 is the ability to execute on those promises. No. 3 is the operation of the company. A lot of times companies grow the wrong way by putting operations first and thinking that if they build it, customers will come. Once the initial blast goes through friends and family, they realize that marketing is extremely important.